Adrian J Cotterill, Editor-in-Chief
Seed Health, a leader in microbiome science and creator of the acclaimed DS-01® Daily Synbiotic, has just unveiled its first-ever billboard in Times Square.
The company that is also behind the viral Gwyneth Paltrow ‘anti-ad’ – won’t use the spot to promote its products.
In a bold continuation of its anti-marketing legacy, Seed has reimagined this prime ad space as environmental activiatism: An Ad for Earth. The creative, a striking wildlife video sourced by submission from our 7M+ @earth creator community, has already garnered 18 million+ impressions –– making a profound statement in one of the busiest hubs in the world.
This Times Square activation fits in with its anti-marketing legacy –– from pausing ads during the pandemic misinfo surge to normalizing ‘potty talk’ with #GiveAShit for Science, Seed is rewriting the marketing playbook.
Given their position as one of the fastest-growing brands in probiotics, it’s actully a compelling case study.
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